Successful marketing requires every message ties together
like the bow on a gift. When the messages don’t match, potential clients click
their mouse button. Mixed messages mean
less impact. Lost opportunities for new
clients, and lost revenues.
What do mixed messages look like? Let’s create an example. Spa1 wants to be known as a high-end, deluxe
pampering spa.
It’s located in a building off a main street that looks like
an industrial district. The parking area might make you wonder about venturing
there. Leather and chrome dominate the interior. The logo has a Grecian theme.
The staff are independent contractors. There is no theme or uniform. Brochures,
business cards, specials all send different messages.
There are no two parts of this that tie together to send a
clear message to the client. The chances
of this business succeeding are very slim if they don’t give themselves a major
makeover.
The makeover must start with a redefining of the target
market they want to reach and the demographics of the area where they need to
locate. From here, we design a tag line
for the business that succinctly states our objective to our potential clients.
The business should be easy to locate and easily
recognizable by the clients as “us”. If
you are a brick and mortar, its location, location, location. Make sure location matches your message.
Ditto with interior. Make sure every aspect of the facility repeats theme and culture.
Are you casual or upscale, trendy or traditional? Business cards, brochures, amenities,
website, logo, and every aspect of advertising must all reflect the mission
statement message.
Select message components that will be easily duplicated/replicated
for the different types of marketing that we plan to include.
McDonalds does this in spades as do most other national food
chains. We can learn from them and use
the same techniques adjusting them for our type of business.
Whatever your business type, the same guides apply.
Consistent messages reinforce the message to the clients so we can grow our
business.
